To conduct a big New York photographic business profitably one must have a keen grasp of business affairs, and to successfully continue and enlarge that business - to photograph the same people from the same exclusive social set, year after year, at the same time enlarging that clientele, speaks well for the work as well as the management of such a studio.

In 1911 the Campbell Studio opened spacious quarters in the Waldorf Astoria, but after three years found that they needed more room to carry on an ever-increasing business, so moved to their present location at 538 Fifth Avenue.

A suitable location on Fifth Avenue, however, does not always permit of ideal skylight conditions, and unless one can go to the roof, a north light can not always be had for the asking. The Campbell Studio is making beautiful pictures under conditions that have always been deemed by photographers most impractical. A straight east side light is used.

The Campbell Studio has not overlooked the importance of an ever-growing demand for portraits in the home and has specialized in this line of work. The result has been an increase in business for 1916 over any previous year and prospects of a still greater business for 1917.

From An Artura Iris Print By Campbell Studio New York.

From An Artura Iris Print By Campbell Studio New York.

Mr. H. S. Barnard, who is responsible for the able management of this studio, has made it his aim to have the work and the service of the Campbell Studio please its patrons in every way. The examples of work shown in this number of Studio Light are characteristic of the portraits made by this studio, the reproductions being from Artura prints.

Easter Advertising

It's time you had your Easter advertising under way, for we assume that you are going to advertise for Easter business. With the exception of the Christmas holidays there is no more opportune time to advertise for portrait business than during the month preceding Easter.

Easter ushers in the Spring season. At this time the average woman's purse strings are loose - she is in the mood to buy, and does buy those things dictated by fashion as necessary for her proper adornment for Easter Day.

What better time could there be for advertising portraiture? Loose purse strings - the new Easter finery and the occasion for some little personal Easter greeting offer sufficient arguments for a strong line of advertising that should create business.

Our Easter advertising for the photographer will appear in three of the leading women's magazines, the Ladies' Home Journal, Woman's Home Companion and Pictorial Review, for April, all of which are on the news-stands early in March. They are magazines that women look to for Easter suggestions - they were selected by us for this reason - and our suggestion in these magazines will be:

At Easter-tide Your friends can buy anything you can give them - except your photograph.

There's a photographer in your town.

Eastman Kodak Company Rochester, N. Y.

The combined circulation of these magazines for the one issue is over three and one-half million copies. This will materially help to increase Easter business, but as we have said before, and our experience bears us out, the photographer who advertises locally will get the greatest benefit from this advertising.

We can create a demand by general magazine advertising but we can't control it or direct it. You must do this by your own advertising. And the better your advertising, the more perfectly will it supplement our efforts.

From An Artura Iris Print By Campbell Studio New York.

From An Artura Iris Print By Campbell Studio New York.

One selling argument doesn't always make a sale, so don't depend upon our advertising to actually deliver customers to you just because you say in your advertising: "John Smith is the photographer in your town."

It doesn't cost any more to tell people why they should have photographs made. For example:

"Make your Easter Greeting a personal one. Your photograph will add individuality to your message of thoughtfulness and good will."

This is positive, creative advertising that should make business if it reaches the people who are able to buy.

If you use the newspapers, make your advertising as attractive as possible. A line cut such as shown on page 23 will help to do this. If you use a select mailing list, a half-tone cut showing an example of your best work will make a small advertising folder attractive, providing it is a good half-tone from a good photograph, well printed on good paper.

Failing any one of these it is better to use an illustration similar to the one we show on page 24. This is a half-tone from a drawing and the screen is coarser than is practical in a half-tone from a photograph. It is also easier for the printer to secure a good result on good paper, and there is no excuse for using any but a good paper.

The point is to have your advertising attractive enough to insure its being read. The less you say and the more forcefully you say it, the better and deeper will be the impression created.